Barbaro Technologies commissioned a field study to explore how and why users try on clothing and how a virtual dressing room could fit into the online shopping experience.

This report features the protocol, results, and analysis of a field study documenting consumer opinions about online and in-store shopping. It offers a broad perspective on the process of shopping for clothes, identifies use patterns, and gathers opinions. We were particularly interested in any barriers to shopping online. The four shopper personas identified are The Frequent Shopper, The Practical Shopper, The Anti-Virtual Shopper, and the Shopping Hater. Each of these personas has a different shopping style and brings different needs to the experience.

Our research team focused on identifying patterns and trends that are applicable across personas. It became evident during our data analysis that all shoppers share the same basic sequence of events when shopping. Comparing the differences between the processes for online and in-store shopping helps us infer why one method is preferred over the other.

Currently, larger amounts of money are spent on in-store shopping over online shopping. The consumer’s desire to try items on before buying is the main contributing factor for this preference. Barbaro Technology’s virtual dressing room project may be able to level the playing field and convert users into frequent online shoppers. We identified many of the pain points users have with dressing rooms, issues that could be greatly improved in a dressing room simulation. Our research shows that creating a positive virtual dressing room experience would eliminate many of the hassles and pains that come with both trying on clothes and shopping online.

Analyzing the differences in the user experience when buying clothes online vs. in a store

Personas plotted by their attitude towards shopping and how often they shop for clothes

Summary of shopping points

Venn Diagram showing the intersection between the clothing items participants hate trying on and they won't buy online